Williamses’ Situation Getting Even Stickier

The National Enquirer is still on the stands, featuring Venus and Serena Williams on the cover and a headline reading, “Wimbledon Fixed?”

Former players turned TV commentators have recently been critical of the Williams sisters’ perceived lack of professionalism.

One nationally recognized columnist wonders, the next time Venus has to play Serena, which sister will be the designated diver.

So is this the ideal time for the Wrigley chewing-gum company to unveil a Williams-related marketing campaign?

Thursday, Wrigley held a news conference call in Miami to announce a multiyear “partnership” with the Williams sisters.

Last week’s Enquirer story quoted two sources close to their father, Richard, saying he’d told them he ordered Serena to lose to Venus at Wimbledon last year.

The article appeared the day after Venus had withdrawn, about four minutes before her semifinal match against Serena was to have begun at Indian Wells, because of tendinitis in her knee. Her last-minute withdrawal angered fans, tournament officials and ESPN, which was televising the tournament.

Two days later, the family faced a hostile crowd before, during and after Serena’s singles final victory. The booing was the loudest at a match since the crowd turned on Martina Hingis in the 1999 French Open final.

Venus could have apologized to the crowd at Indian Wells. She didn’t. Richard’s response was to shake his fist at the booing spectators. Serena, who took the brunt of the abuse, fared the best, prevailing under pressure when faced with questions about match-fixing, suspicious injuries and late withdrawals.

Thursday was the first chance since Indian Wells for Venus to tell her side. Instead, the conference call to announce the deal proceeded as if there had been no last-minute injury, no controversy. If there was any thought that this represented a chance for the Williams sisters to apologize to the fans, or to set the record straight, well . . .

Asked one reporter, “In view of the fact you are such fierce competitors, how difficult is it for you to play each other?”

Said the moderator, “Sir, we’d like to keep the questions focused to this particular announcement today.”

Reporter: “I know you would prefer to talk about other things, but I was wondering, considering all the controversy of recent days, if you just had a message for fans that we could relay for you, regarding that controversy?”

Moderator: “Uh, next question please.”

There was one question that pleased the gate keepers:

“Hi, we love you guys. I’m just wondering if you are going to design something fabulous in green? Because Wrigley is in that green color. So if you are going to be wearing some fabulous green for the commercials?”

A few minutes later, there was a change of heart about a previous question.

Moderator: “Venus definitely has something she would like to communicate to the fans. I don’t know if we quite answered that question.”

Venus: “I just want to say to all my fans, not to believe everything that you read. Serena and I are great competitors. We’re fierce competitors and we really have no fear of playing each other. We’ve done it on five occasions already, including two Grand Slams.”

Wrigley executive Rory Finlay, senior director of consumer marketing, was asked about the rumors of match-fixing in terms of sponsorship. Finlay answered by saying the company was “focusing on the relationship we have with Venus and Serena.”

If it were only so easy to dismiss everything else with the help of a moderator. Officials at two sports books in Las Vegas, contacted by The Times, expressed concern about the match-fixing rumors but noted tennis does not draw much interest, except for the Grand Slams.

There is no evidence to support the rumors of match-fixing. Serena emphatically denied that the matches were “rigged.” Richard had made a similar denial in the Palm Beach Post.

Sports marketing experts are monitoring the situation.

“If this perception persists over time, the advertisers will head for the hills,” said Bob Williams of Burns Sports. “They won’t want to sign athletes who have a perception of not being at the top of their game, not being honest, not performing at their very best.”

Said Rick Burton, director of the Warsaw Sports Marketing Center, “I don’t know how this will play out. If Richard Williams is looking at his two daughters as portfolios to manage, in trying to make sure that he maximizes the wealth potential, having a sister dominate another sister might not be good for two portfolios.

“I think he could be strategic in managing their careers. It’s just the whole concept of fair play held by the rest of the world might not appreciate it. I’m saying that on speculation, not with any knowledge they have done what has been suggested they’re doing.”